Philippine Airlines: Voices of Discovery

With revenge travel on the mind, Filipinos were more than ready to make up for lost time post-pandemic. But to stand out from all other revenge travel ads on the feed, Philippine Airlines (PAL) took things back to the traveler's innermost desires with Voices of Discovery.

This brand love campaign was rooted in muni-muni. A Filipino term that means to ponder, reflect, meditate, imagine, daydream, fantasize, and beyond, PAL embraced the revenge traveler's thoughts to spark meaningful travel. Deeply rooted triggers were at the core of experiential materials released on Facebook: togetherness for those yearning to nurture connections, curiosity to rediscover childlike wonder, adventure for all kinds of thrill-seekers, and serenity for those who sought relaxation. Beyond just driving affinity with flyers, Voices of Discovery drove more than 80,000 transactions throughout its run, earning the airline PHP 23 million in total revenue!